International Dealer News IDN 152 December 2019/January 2020 | Page 13

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Motorrad Burchard
buys the 'Highway
Hawk' and 'Ledrie'
brands
German custom parts and
accessory specialist Motorrad
Burchard (based near Bielefeld)
has purchased the intellectual
property and brand rights to the
Dutch 'Highway Hawk' custom
parts and 'Ledrie' luggage and
accessory brands.
A specialist in custom parts and
accessories for Japanese custom
style bikes and cruisers, Harleys
and Triumphs, founded in 1980,
Motorrad Burchard was founded
by Giselher Burchard and, since
2016, is owned and operated by
his son Sebastian.
"The opportunity to buy these
great brands was one we are
very proud to have been able to
accomplish," said Sebastian.
"We have been working with
Highway Hawk for around 20
years and now, as an addition to
our existing business in the
custom market, we see a great
future for this great brand.
"There is an irresistible synergy
between what we already do
and taking the Highway Hawk
brand forward. We will be
concentrating on highlighting
the products and simplifying the
process around the product
portfolio. We see this
acquisition as significantly
strengthening the positions of
both Motorrad Burchard and
Highway Hawk in the Japanese
custom and cruiser parts and
accessory sector.
"Product availability will be
significantly increased, and
delivery times significantly
reduced. The terms of business
for Highway Hawk dealers will
remain unchanged and continue
as agreed."
Giselher Burchard, who is
returning as Managing Director
for Development and
Production, sees himself as
"back to my roots". He knows
the Highway Hawk product line
and brand values "like no
other". "My job will be to
develop technical products for
the Highway Hawk line and
implement new product ideas.
As a first innovation, our
existing procedures and quality
control mean we can provide
products such as the footboards
with an ABE certificate.
"At Motorrad Burchard,
products are developed on
highly specialised CAD/CAM
systems and then manufactured
on state-of-the-art laser, turning
and milling machines. This gives
the company the ability to react
quickly and adequately to the
requirements of its customers
and not only to follow the
development of the market, but
also to lead it".
From left: Sebastian Burchard, Managing Partner, Motorrad Burchard;
Kin Chim, Managing Partner, Motolux; Henk Robbertsen. Managing Partner,
Motolux; Giselher Burchard, Managing Director, Motorrad Burchard
INTERNATIONAL DEALER NEWS - DECEMBER 2019 / JANUARY 2020
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